Ms Joenpolvi said similar results were found in posts on the luxury cars – those that included progress-focused language about sustainability achieved well above the average shares on Facebook for each brand.
“The posts that mentioned their luxury cars had ‘sustainable materials’, ‘eco-friendly materials’ or were fighting ‘plastic pollution’ achieve dismal shares, such as just 6 per cent of the average shares for that brand.
I think it’s due to people assuming there are tradeoffs for being sustainable, and if I buy a product that isn’t focused on being sustainable for the same price then I’ll get a better product.
Theres a lot to this, because you could argue that many sustainable products do actually face this issue.
The early teslas were probably in this category, a lot of features that are standard on cars apparently weren’t available on teslas. I don’t know if thats changed.
This comes as a surprise to me. In fact, I misread the title initially as ‘People love luxury goods, so long as they are sustainable’.
That idea of dirtiness people express because a product has been ‘used’ must play into the nehative reactions to this langauge positioning as well.
I suppose people here aren’t gona like my rebrand to u/gorgritchumierecycler then… damn!
Recycled water seems to elicit the same disgust reflex, to draw a comparison.
Yeah, i remember seeing the videos in the city getting people to ‘taste the difference’ or pick the ‘recycled water’. Lot of surprise when people picked the wrong ones.
Humans have a Columbus complex with the stuff they buy. They didn’t get there first but they want to feel like they discovered it.
Oh, so true! I love that description.
I guess the challenge for a marketer is to successfully make the connection between reused and recycled with new. I suppose thats why a lot more people focus on words like ‘sustainable’.
Finally a real use for gendered marketing. Reforged Bogroll and Reborn Hygienic Tissue
